The Study of Social Media Marketing, Influencer Marketing, and Service Marketing Mix, Effecting Purchase Behavior of Online Food Services of Customers in Bangkok Metropolitan Area

Abstract

This research was aimed to study the effect of marketing activities that could influence the purchase behavior of online food services of customers in Bangkok Metropolitan area. Online food delivery services, representing a growing hospitality industry sector, played an important role in the coronavirus pandemic. The importance of the study was to find out the strategic ways to help food service providers to be able to maintain their sales after the crisis. The three independent variables of this study were (1) social media marketing, (2) influencer marketing, and (3) service marketing mix. The sub-variables of social media marketing included (1.1) Facebook, (1.2) Instagram, and (1.3) TikTok. The sub-variables of influencer marketing included (2.1) celebrity influencer, (2.2) social media influencer, and (2.3) YouTuber and blogger. The sub-variables of service marketing mix were (3.1) product, (3.2) price, (3.3) place, (3.4) promotion, (3,5) people, (3.6) process, and (3.7) physical evidence. The dependent variable of this study was purchase behavior. This study applied both quantitative research, survey, and qualitative research, interview. Quantitative research was used for the collection of the data for this research. The primary data collection was conducted through an internet-based survey. A total of 604 surveys were collected by using convenience and snowball sampling techniques, which included 320 females and 284 males with experience in online food services.